Region Vice President Retail Sales

Overview

Job Summary
Fresh Point is seeking an experienced and results-oriented Vice President of Retail Sales to lead and oversee retail sales and merchandising activities that directly impact our valued customers. This strategic role combines a customer-centric approach with leadership in sales operations, ensuring the delivery of innovative solutions and top-quality produce to our clients. The VP of Retail Sales will develop strategies that protect, grow, and diversify customer relationships, while driving the company’s mission and success in the fresh produce industry.

This position is responsible for executing the center led strategies, ensuring top talent in the key positions, and leveraging selling resources to grow market share and enable a consultative team-based selling organization. This leader will coach, guide, and counsel sales team members to meet their individual sales and profit plans.

• Retail Sales Leadership – Oversee retail sales and merchandising activities to ensure alignment with customer needs and company goals.
• Retail and organics sales – Responsible for seeking new retail and organics sales, monitoring, responding to, and initiating action for all corporate communication regarding CMU (corporate multi-unit) accounts and contracts.
• Assess customer requirements and recommend suitable products, services, or innovative solutions.
• Directly engages with Key Functional Leaders for feedback, collaboration, issue resolution, and problem-solving.
• Strategic Sales Management – Develop and deliver impactful sales bids, proposals, and presentations to secure new business opportunities.
• Identify new retail and organics national sales opportunities.
• Create and implement both short-term and long-term strategic plans to enhance customer relationships and expand market presence.
• Procurement & Market Expertise – Maintain a strong knowledge of produce markets, including industry trends, pricing structures, and supplier relationships.
• Lead efforts in procuring high-quality fresh produce by negotiating favorable supplier contracts.
• Manage freight logistics to ensure cost-efficient and timely delivery of goods.
• Team Development & Collaboration – Build, mentor, and lead a high-performing retail sales team.
• Foster collaboration across departments to ensure seamless service delivery and operational efficiency.
• Performance Metrics & Reporting – Analyze sales performance data and provide regular reporting to the executive team.
• Continuously identify areas for improvement and implement solutions to drive business growth.

• Education Required – Bachelor’s degree in business, marketing, or related studies.
• Education Preferred – 2–4-year degree in business or culinary preferred.

• Experience Required – 7–10 years with extensive experience in sales, merchandising, and at least 5 years of management experience.

• Strong collaboration and influence skills, and the ability to lead, listen, and influence at the senior-most levels of the organization.
• Leadership proficiency in Retail Sales, Revenue Management, Merchandising and execution.
• Proven experience in developing comprehensive deployment plans, relevant go to market strategies and execution plans.
• Demonstrates well-developed influencing skills with the ability to easily connect credibly with field leadership.
• Possesses a deep understanding and demonstrated capability for strategy, processes, capabilities, enabling technologies, and measurement.
• Exceptional communication skills and the ability to communicate appropriately at all levels of the organization; this includes written and verbal communications as well as visualizations.
• Able to drive consensus among key stakeholders with diverse needs and interests.
• Thinks and acts proactively rather than reactively and directs resources and stakeholders accordingly.
• Strong performance management capabilities with direct reports.
• Solid analytical problem-solving skills, including familiarity with analyzing reports & deriving insights from data.
• Strong financial acumen and ability to properly plan and execute business plans.
• Ability to learn the use of proprietary CRM…